The McWhopper proposal was spearheaded by mcwhopper.com, a multimedia toolkit of co-branded assets: staff apparel, signage, and a pop-up restaurant. Every asset was designed to be visually iconic and translate into multiple languages, for ease of share-ability. One such asset was the appropriately titled ‘How, where, why’ film, a short animated summation of the proposal, written for McDonald’s but targeting the masses. It detailed a short history of the ‘burger wars’, a call to arms from the founder of Peace One Day, and proposals for the McWhopper uniform, packaging and pop-up restaurant. The animation was structured to be brand neutral, intentionally avoiding any reference to a particular animation style employed by either McDonald’s or Burger King in the past.